Determinants of intention to consume towards fast food restaurant: Kentucky Fried Chicken (KFC) among consumers' at Kota Kinabalu, Sabah

Nur Suriayanti Gadiman (2008) Determinants of intention to consume towards fast food restaurant: Kentucky Fried Chicken (KFC) among consumers' at Kota Kinabalu, Sabah. Masters thesis, Universiti Malaysia Sabah.

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Abstract

This study presents an investigation on the determinants of consumers' intention to consume fast food restaurant: KFC at Kota Kinabalu. The theoretical framework used is adapted from Petrovici et.al. (2002) Botonaki et.al. (2007), Darien & Cohen (1995), Akbay et. al. ( 2003), and Goyal et.al., (2007) which were explaining the different determinants such as; group preferences, fast food attributes, convenience, age, occupation and income affect the consumers' intention to consume KFC. The study was carried out on four different KFC outlets which were located inside 4 different shopping complexes are Karamunsing Complexes, Center Point Complexes, Wisma Merdeka Complexes and Wawasan Plaza Complexes. For the purpose of this research, the researcher used questionnaires as the main research instrument. 250 questionnaires were distributed and 211 questionnaires was returned and completed. The study found that five determinants have positive relationship with intention to consume fast food. The study shows that the fast food attributes became the most important determinants to understand the intention to consume KFC.

Item Type: Thesis (Masters)
Keyword: Consumer behavior, Fast food, KFC, Consumer intention, Food choice determinants, Fast food attributes
Subjects: H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department: SCHOOL > School of Business and Economics
Depositing User: DG MASNIAH AHMAD -
Date Deposited: 23 Apr 2025 09:51
Last Modified: 23 Apr 2025 09:51
URI: https://eprints.ums.edu.my/id/eprint/43528

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